Drugi jezik na kojem je dostupan ovaj članak: Bosnian
For the 14th year in a row Valicon has assessed the strength of brands in the region and once again brought us the TOP25 ranking of the strongest brands in the region, as well as the lists of the strongest brands in the countries included in the study (Croatia, Slovenia, Bosnia and Herzegovina, Serbia and Macedonia). The survey was conducted in September and October of 2016, on the sample size of 1000 to 1500 respondents per country.
Results are presented in a way that guarantees relevance, where the strength of a brand in Slovenia contributes to the strength of the brand in the entire region half as much as the contribution of the equally strong brand in Croatia for example, where the market is twice the size.
Changes in Top 3 in 2016…
The top five players in the rankings remain the same, although differently arranged in 2016 in comparison to the previous year.
For the last few years Coca-Cola has been working successfully and consistently, and still it manages to surprise, especially with its advertising for all target groups. During the holiday season and the festive atmosphere we traditionally expect the new stories from this brand, wrapped into family values, while throughout the rest of the year this brand skilfully and successfully flirts with sexy approach, appealing to the younger generation by using their language (personalized bottles, emoticons, …) and thus this ubiquitous, “old” brand successfully maintains itself vibrant and trendy. After years of taking the respectable second position, in 2016 Coca-Cola won the first position in the Top 25 regional rankings.
Although Coca-Cola is in first place in Valicon’s Top 25 for the region, it’s not in first place of the rankings in any of the countries included in the research.
For years now Milka chocolate is recognizable for its innovation in combining classical marketing, product and the price positioning, with expansion in all of product categories that are a natural fit for Milka. With consistent focus on its story of tenderness, and the aggressive product advertising and engagement at the point of sale, this brand has been successfully holding top positions in the rankings for years, though in 2016 it moved to the second place.
Rankings from 3 to 9 place were decided in nuances, which certainly must be borne in mind when we talk about the “decline” or “growth” of a particular brand. Already next year the situation between two adjoining brands could be vastly different.
This year, Cedevita broke through to the third place, changing places with Vegeta which went one step below. Both brands were very active. Cedevita in 2015 redesigned itself, introduced extensions, activated in all channels, while on the other side Vegeta’s new communications platform and activities are not yet felt in the market like Cedevita’s.
The category of pates remains one of the most active in the region, with many players actively working on their existing portfolios. Still, Argeta brand retained its 5th place with the redesign, extensions and new communication platform, despite pressure from all sides.
Some more interesting details…
➢ Chipsy, originally a Serbian brand with boosted presence in Slovenia and Croatia, managed to achieve the greatest leap in the rankings in 2016.
➢ Jana was the first water brand to enter the TOP25 two years ago, and this year it is 10th strongest brand in the region. Croatia is the only brand that can boast with a brand of natural spring water, but also a brand of carbonated mineral water, in the TOP 5 in country rankings.
➢ Local mineral waters are strong in local rankings, but the most interesting brand here is the DonatMg. If we were to view it in terms of production it’s a mineral water – but it’s the most expensive mineral water. DonatMg in Slovenia is the first example of a premium brand getting into the TOP 10 in one of the countries of the region.
➢ Category of coffees is similar to that of water. Among all brands in this category, Barcaffe still proves that they have made the most in single markets, taking the first spot in the TOP5 ranking in Slovenia.
To see Valicon’s charts for 2015 visit this link.